What are Mission Vision & Core Values of Jeronimo Martins Company?

What drives Jeronimo Martins forward?

Mission and vision statements are the strategic backbone for Jeronimo Martins, aligning over 135,000 employees across Portugal, Poland and Colombia. They guide price leadership, operational efficiency and long-term growth amid changing markets.

As of mid-2025, with revenues above 34.5 billion euros and market cap near 13.8 billion euros, the group embeds mission, vision and core values to steer strategy, resilience and consumer trust. Explore Jeronimo Martins Porter's Five Forces Analysis for more.

The mission focuses on affordable, high-quality food for broad customer segments, leveraging private labels that account for over 40% of category sales and geographic expansion like Ara's 1,500 stores in Colombia by early 2025.

Customer-centric affordability

Prioritizes price leadership to reach budget-conscious and middle-class shoppers.

Private-label strength

Private brands drive value and represent over 40% of sales in many categories.

Geographic expansion

Ara's rollout reached 1,500 stores in Colombia by early 2025, targeting underserved areas.

Value-led assortment

Curated essentials and ranges like Pingo Doce Pura Vida offer wellness options at lower prices than premium organic brands.

Market scope

Expands where food distribution is fragmented or modernizing, increasing accessibility and market penetration.

Business philosophy

Combines competitive pricing, scale and operational efficiency to fulfill its corporate purpose and guiding principles.

The mission aligns with Jeronimo Martins Mission, Jeronimo Martins Vision and Jeronimo Martins Core Values, shaping strategy, sustainability goals and daily operations; see a brief company background in Brief History of Jeronimo Martins.

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The vision centers on market leadership through consumer preference, quality and dense store proximity, supporting frequent local shopping and digital-proximity service integration.

Consumer First

Prioritizes being the first choice for shoppers via product quality and service.

Proximity Network

Expands dense store footprint to meet demand for convenience and frequent trips.

Digital Integration

Combines physical stores with rapid delivery and loyalty programs to boost retention.

Quality Focus

Commits to consistent product standards across private label and national brands.

Market Leadership

Aims to increase market share through targeted urban and suburban growth.

Resilience vs E‑commerce

Uses stores as decentralized fulfillment centers to counter pure‑play online rivals.

By 2025 the group's Polish chain reports loyalty program adoption exceeding 18 million active users and a national market share around 28 percent, with rapid-delivery pilots offering groceries within 30 minutes in major cities. For a related operational and revenue analysis see Revenue Streams & Business Model of Jeronimo Martins.

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Jeronimo Martins Core Values shape daily decisions, drive customer experience and underpin the group's long-term strategy. These guiding principles—integrity, humility, discipline and confidence—support its mission and vision across markets.

Integrity

Commitment to ethics, transparency and a strict supplier code of conduct ensures a responsible 2025 supply chain and sustained trust with investors and regulators.

Humility

Learning from local markets—seen in the Colombian adaptation—enables cultural agility and better alignment with customer needs rather than imposing one-size-fits-all solutions.

Discipline

Rigorous financial and operational control guided capital expenditure of about €1.2 billion in 2024–2025 and supports an EBITDA margin near 7.2%.

Confidence

Belief in strategy and people underpins bold expansion choices—such as continued growth in Poland—enabling calculated risks for market share gains.

Explore how these Jeronimo Martins Core Values translate into strategic choices and operational priorities next: learn how mission and vision influence the company's strategic decisions and investor outlook. Read more: Mission, Vision & Core Values of Jeronimo Martins

Values: Jeronimo Martins operates under five core values—Integrity, Humility, Discipline, Confidence and Enthusiasm—that define its corporate DNA and guide workforce behaviour.

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The mission and vision shape Jeronimo Martins’ strategic choices, guiding investments, pricing and expansion to meet consumer needs. These statements drive capital allocation, M&A and sustainability targets across markets.

Mission, Vision & Core Values — Snapshot

Clear purpose and proximity-led growth underpin day-to-day decisions and long-term plans.

• Mission: focus on affordable, quality food and everyday low prices
• Vision: be the preferred proximity retailer in core markets
• Core values: customer focus, simplicity, responsibility and entrepreneurship
• Strategy links: private label, local sourcing, and targeted acquisitions

Price-led Strategy

Mission emphasis on affordability drove expansion of private labels, protecting margins during 2024–2025 food price volatility.

Proximity Expansion

Vision for proximity fuels acquisitions of regional Polish chains so stores are within walking distance for most consumers.

Leadership Alignment

Chairman Pedro Soares dos Santos links strategy to the company purpose in earnings calls, reinforcing mission-driven execution.

Measurable Outcomes

The group’s 5-year revenue CAGR outperforms many Euro Stoxx 600 peers, reflecting strategy-market fit.

Sustainability Targets

The 2025 sustainability report shows 90 percent of strategic initiatives mapped to the mission, including packaging reduction and local sourcing goals.

Operational Impact

Core values guide store operations, supplier relations and employee incentives to maintain consistent customer value delivery.

Read how these foundations translate into specific corporate improvements and measurable KPIs in the next chapter: Core Improvements to Company's Mission and Vision — continue to the detailed analysis and action plan. Target Market of Jeronimo Martins

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Four targeted improvements can make Jeronimo Martins' mission and vision more future-ready and aligned with 2025 market realities. Each improvement focuses on sustainability, digital transformation, stakeholder transparency, and measurable goals.

Embed sustainability into the mission

Revise the mission to read 'To bring sustainable, high-quality food at competitive prices' to reflect rising consumer demand and align with the European Green Deal; by 2025 over 60% of EU consumers consider sustainability when buying groceries.

Expand vision to include digital proximity

Update the vision to mention 'seamless omnichannel experiences' so the company’s physical proximity promise explicitly includes e-commerce and mobile engagement, noting that online grocery sales in Europe grew to an estimated 8–10% of total grocery spend by 2024.

Add measurable sustainability and digital KPIs

Introduce KPIs such as absolute scope 1–3 emissions targets, share of sales from sustainably sourced products, and percentage of omnichannel sales, enabling investors and managers to track progress; many peers report Net Zero targets for 2035–2050.

Clarify stakeholder commitments and transparency

Explicitly reference commitments to suppliers, communities and employees in the core values, and publish an accessible core values document and progress dashboard to strengthen trust with consumers and investors.

Improvements: While the mission and vision of Jeronimo Martins have been effective, there are opportunities for refinement to better reflect the 2025 landscape. The current mission statement is heavily focused on price and quality, but modern consumers increasingly weigh environmental and social impact; integrating sustainability—phrased as 'To bring sustainable, high-quality food at competitive prices'—aligns with the European Green Deal and demand for transparent supply chains. The vision’s proximity focus should broaden to include digital proximity and 'seamless omnichannel experiences' to reflect online-offline convergence; competitors like Carrefour and Ahold Delhaize more explicitly state digital ambitions. For more on strategic positioning see Growth Strategy of Jeronimo Martins.